Greeting Cards Glossary

allegory - Using something to mean something else. Example: Using a box of chocolates to symbolize life.

alliteration - The repetition of the same sounds or of the same kinds of sounds at the beginning of words or in stressed syllables, as in "on scrolls of silver snowy sentences"

blank - Term used to describe the base for a greeting card.

caption - Used to define or identify a particular type of card, a group of cards, or a particular sending situation.

conventional cards - Everyday cards that are not of the humorous or alternative type.

deckle - The untrimmed, naturally irregular edge of handmade paper.

dry embossing - Creating a raised image on paper by rubbing or pressing the paper through a stencil.

embossing - Can refer to either dry embossing or heat (thermal) embossing.

filigree - Lace-like ornament made from delicately curled and twisted gold or silver wire..

foolscap - A size of paper formerly standard in Great Britain, measuring 17.2 cm x 21.6 cm.

heat embossing - also known as thermal embossing - Creating a raised image by heating powder applied in the shape of that image.

line - Any group of greeting cards with a common theme or look.

metaphor - A phrase that says something is something else. Example: "A sea of troubles."

occasion - The event that the card addresses.

pages - The various surfaces of a card. For instance on standard single-fold card, the front is page one, the inside left is page two, the inside right is page three, and the back is page four.

paper filigree - See quilling.

prose - Sentiment written as non-rhyming, conversational, as opposed to poetry.

quilling - The art of creating designs and images made up of curled strips of paper.

relationship - The degree of closeness between the sender and the recipient.

SASE - Self-addressed, stamped envelope.

sentiment - The words on a greeting card - also called copy, verse.

simile - When two unlike things are compared. Example: "Life is like chocolate."

spinner - A revolving rack made for displaying greeting cards.

studio card - By the 1950s, the studio card – a long card with a short punch line – appeared on the scene to firmly establish the popularity of humor in American greeting cards.

tag line - A phrase or sentence that introduces a topic, such as "Wishing you a happy Mother's Day."

theme - The main idea of the sentiment.

thermal embossing - See heat embossing.

tone - Manner of expression in speech or writing. Examples are humorous, formal, conversational, serious, etc.

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